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110 The Seven Lost Secrets of Success

in the world? And even if I give that amount, how do
I know that it’s going to be used in the way that I would
intend for it to be used? So Bruce is really reading my
mind, even today. This letter is from 1925. We are in
2007. I’m reading this letter and I can say, yeah, if he sent
this letter to me right now, I’d be nodding my head and
saying, “Bruce, I’m thinking the same thing. I’m won-
dering the same thing.”

So this is deepening that whole level of rapport with
the reader. He’s merging with what the reader is already
asking on their own level, inside their mind, right down
to the next paragraph: “A couple of years ago I said: ‘I’d
like to discover the one place in the United States where a dol-
lar does more net good than anywhere else.’ It was a rather
thrilling idea, and I went at it in the same spirit in which
our advertising agency conducts a market investigation
for a manufacturer. Without bothering you with a long
story, I believe I have found the place.” This is a turning
point in the letter. I can get really excited, so be sure to
interrupt me and tell me what you are thinking, Craig,
because this is so psychologically fascinating.

Craig: It’s just pure genius, of course, which is not sur-
prising, given who wrote it. But if you look at that para-
graph that we started with here, where he’s saying, “But
there is another side to a man,” that’s a very definitive
statement. And one of the other things that I think is
going on there is that he’s taken a dominant role. He’s
telling the reader how life is, that there is another side to
a man. He could say, “Well, don’t you think” or “Is there
possibly.”

He’s telling you that there is, and what he’s doing
here is setting up, first of all, a dominant relationship